“We’re partnering with creators against any and all business objectives,” Tansill explained. “Whether it’s becoming more culturally relevant as a brand or driving conversation or product consideration or conversion and commerce, influencers play a central role—a very powerful role—in driving any of those objectives.”
Ebs agreed and advised creators to talk with a brand about its objectives before accepting a partnership.
“What is the goal? Is it conversion? Is it just eyes? Is it views?” Ebs asked. “Because sometimes that’s what the brand wants. They don’t even care about the conversions. They just want to be on your page.”
As the session came to a close, an audience member asked what happens if a brand has multiple objectives during the Q&A. Tansill took the question, leaving the audience with a helpful tip: Depending on the budget, prioritize within the four C’s of culture, conversation, consideration, and conversion.
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